The Definitive Guide to Video Prospecting

Like everything in the digital world, traditional prospecting is undergoing a big transformation. Picking up a phone and cold calling (or emailing) is just not as effective as it once was—you need to be smarter both when it comes to which users you’re engaging and what kinds of messages you’re using.

This second point is especially interesting: the types of messages you send can have a big effect on your outreach results. In today’s article, we’ll focus on one specific type of prospecting message and its uses—video.

Why video prospecting?

Bottom Line: If you’re not using video for sales prospecting, you’re potentially missing out. Video can be a great way to create an amazing customer experience and help you stand out from the noise. This guide will show you how.

In both inbound and outbound prospecting, you can use all kinds of content to get your leads’ attention. So, why are we focusing specifically on video?

First of all, video seems to be on the rise: it’s the medium that best attracts people’s time and attention. What’s more, current trends indicate that it might become even more popular in the future, given the fact that it’s more popular among younger audiences. 

Interestingly, we soon might see a drop in email marketing since it’s becoming less popular in the 18 to 24 group.

At Bonjoro, we have also seen our clients achieve some amazing results with video prospecting—one of them boosted their trial conversion rates by 29% with simple “welcome” videos.

While we’re clearly strong proponents of video content marketing, we also don’t advise using it for all prospects, in each stage of the funnel. The way you execute your prospecting strategy matters as much as the type of content you use.

For example, you wouldn’t want to send a demo video of your platform to a cold lead that doesn’t have a clue about who you are and what your product does. Video like any other marketing tactic needs to be used in the right situations. 

Getting started with video prospecting

While it may be tempting to run off and start sending videos to every one of your customers or prospects, sending an outreach video is the last step in a complex strategy that starts.

As most good strategies often do—effective video prospecting, starts with the user. Don’t skip ahead. 

Collect user data

The first step in the process is getting to know your users (website visitors, social media followers, current customers, etc.) that will be the perfect target audience for your prospecting campaign.

When it comes to collecting user data, we’ve found that nothing beats Google Analytics.

The analytics platform from Google allows you to collect demographic data (age, gender location) as well as behavioral data (which pages they visit and how long they stay on them) on your audience. You can use the latter to launch a retargeting campaign that…

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15 Call To Action Examples (and How to Write the Perfect CTA)

Writing the perfect call to action often makes or breaks your marketing campaign. It’s one of those elements that will directly impact your conversion rates. And what better way to improve your writing than by reading a bunch of call to action examples from the pros?

cover illustration

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According to eMarketer, US social network ad spending is expected to approach $49 billion in 2021. Marketers spend on ads, and they spend a lot.

With that much at stake, you’re not the only one who sometimes gets stuck for ideas for the winning CTA for your ads. If you’re looking for inspiration, then the below list is for you. In this blog post, you’ll get 15 call to action examples that you can copy and customize for your campaigns.

By the end, you will also know how to generate CTAs like a pro for any scenario!

Let’s get started!

What is a Call to Action (CTA)?

A call to action or a CTA is a written directive used in marketing campaigns. It helps encourage website visitors to take the desired action. A call to action can take up different forms:

  • Text hyperlink
  • Button
  • Plain text with no link

“Buy Now” or “Download Now” are typical examples. But a CTA can run longer, too, such as “Subscribe today so you’ll never miss a post.” The possibilities are endless.

AdEspresso webinars call to action example watch nowAdEspresso webinars call to action example watch now

Call to action examples from AdEspresso

A good CTA can help with decision fatigue and give meaning to your content. Even if it’s just a two-word phrase, users need some direction to know what to do next.

CTAs that create a sense of urgency will also help increase conversions.

As long as it encourages potential customers to stay engaged on your site, then your call to action has done its job.

Note that having one CTA highlighted is the most common way. At the same time, some marketers use both primary and secondary call to actions in their marketing. We’ll review some best practices of this later on.

How to Write a Call to Action for Social Media

Social media is all about getting users to click on your posts and ads and engage. However, it’s no longer as easy as it sounds. 22.3% of people using ad blockers say there are “too many ads.”

It’s tough out there.

To combat this, increase your conversions and engagement with a compelling call to action on your ads and elsewhere on the web. Let’s see how you can achieve this.

Use strong action words

Writing short and strong CTAs is not only more persuasive, but it’s also necessary due to the character limits on ads. Start with a verb (“buy”) and follow with an adverb (“now”) or a subject (“ebook”) or both.

Here are…

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4 Advanced Meta Tags For SEO You Might Not Be Using But Should

If you’re a marketer or SEO, you likely already know about the importance of title tags and meta descriptions to help improve your rankings. But as with most things in marketing, going a little further can reap much better results. 

While most marketers stop at title tags, using advanced meta tags can help you communicate to  Google which landing pages on your websites are most important and, in the process, improve your rankings.

In this article, I’ll share four advanced HTML tags that can help you improve the rankings of your most valuable and highest-converting pages. 

The meta robots tag gives site owners control over whether Googlebot crawls and indexes their pages. Site owners can use robots directives to give Googlebot specific crawling and indexing instructions. The primary robots directives include:

  • “index, follow”: Tells Googlebot to crawl and index the page normally
  • “index, nofollow”: Tells Googlebot to index the page but to ignore the links on the page
  • “noindex, nofollow”: Tells Googlebot not to index the page or follow the links on the page

Here is an example of a robots tag with the “index, follow” directive.

Many site owners default to “index, follow” on every web page of their site thinking they can only benefit from Google crawling all of them. But not all of our web pages need to rank. If there’s a page with low quality or out of date content, it’s unlikely to convert visitors and can hurt your reputation according to Google and other search engines.  

Adding nofollow, is a proactive approach to ensuring pages that aren’t high quality aren’t seen or discovered naturally through search. 

Here are some examples of when you might want to add the robots “noindex, nofollow” meta tag to specific pages on your site. 

  • When the page is unimportant or has thin content (and therefore is unlikely to rank well.)
  • For product pages that are seasonal, have low inventory, or out-of-stock items.
  • Enterprise sites that have limited crawl budget and need to ensure their higher-converting pages are crawled and indexed.
  • When the page lacks conversion potential (e.g. admin pages, login pages, confirmation pages, etc.)

Consider performing a site wide content audit, and adding “noindex, nofollow” to pages that fall under the above criteria. 

How to add the robots tag

There are two ways to harness the power of robots tags to guide search engine crawlers to your most important pages:

By adding robots meta tags to individual pages or creating and uploading a robots.txt file. 

The first is most useful if you want to add robots tags to single pages.

Here’s how to do it.

If you’re using a popular CMS like WordPress or Wix, there are plugins that make it easy to specify your preferred directive on the frontend without having to even look at a single line of code. That said, if you have dev resources you can have them help you out as well.  If you’re short on team resources and not…

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Episode 150: Using Clubhouse to Grow an Audience and Drive Sales with Jen Gottlieb Co-Founder of Super Connector Media

The DigitalMarketer Podcast | Episode 150: Using Clubhouse to Grow an Audience and Drive Sales with Jen Gottlieb Co-Founder of Super Connector Media The DigitalMarketer Podcast | Episode 150: Using Clubhouse to Grow an Audience and Drive Sales with Jen Gottlieb Co-Founder of Super Connector Media
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Marketing Integrations: The Challenge of Getting Your Marketing Tech Stack to Play Nice

More than 60% of marketers use 20+ marketing tools on a regular basis according to Airtable. For email marketing alone, more than half of small businesses use two or more tools according to Litmus. And the number of sales and marketing tools each company uses is forecasted to continue to increase rapidly as the number of available tools and the amount of customer data grows.

At the same time, according to Mulesoft, only 28% of tools a company uses are integrated with other tools. More tools, more data, but limited integration—can you spot the issue here?

Before we get to possible solutions, let’s take a step back and look at the biggest martech dilemma that sales and marketing leaders have been grappling with over the last several years. 

Should you use best-of-breed tools or an all-in-one marketing suite?

The major shift: a preference for integrated suites

Up until recently the best-of-breed approach was steadily gaining popularity. Each year, an increasing share of companies picked the proverbial set of kitchen knives over a Swiss army knife. 

The trend has since changed. Not slightly, but dramatically.

The preference for integrated suites doubled from 29% in 2019 to 59% in 2020. Why?

According to Gartner and Scott Brinker the primary driver is the increased need to join data and tools not just between sales and marketing but across the whole company. 

Today’s “suite” is not about marketing. Or, more accurately, it isn’t just about marketing. It’s about providing the backbone for marketing, sales, and customer service. – Scott Brinker

Another key reason is that integrated suites are much easier to keep up with than they were in the past. As more companies build products with an integration first approach, it’s easier for companies to connect all their favorite tools with relative ease. 

Last but not least, large software suites have acknowledged that they’ll never be able to build everything their customers want. So they’ve invested heavily into opening up and building their marketplaces, and app developers have had time to build properly useful integrations. 

Today, there are roughly more than 500 apps on the Hubspot Marketplace, 850 on ActiveCampaign Apps Marketplace and more than 4000 on Salesforce Appexchange. 

It’s no longer about choosing between all-in-one suites and best-of-breed tools. They’ve merged into the same thing. 

The 2015 all-in-one martech suite was a landmass of code that tried to do everything.

The all-in-one martech suite of today is a backbone for the business with an open ecosystem. Use the database as the single source of truth, and pick and choose the tools that work for you whether from the same vendor or somewhere else. 

Let’s take the example of HubSpot itself. HubSpot offers a CMS and email marketing as part of its offering. And yet, two of the top three marketing apps on the platform are WordPress and Mailchimp, popular CMS and email marketing solution,…

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How to Build a Beloved Product Without Email Marketing

My co-founder and I consider his sister to be a trusted confidant. So when she told us that she’s uncomfortable providing her email address to companies—including ours!—and didn’t want more email clogging up her inbox, it made us stop in our tracks. 

Could this be true across the board? We dug into our data and quickly discovered that our users shared her sentiment.

Based on what we were seeing, we decided to take a risk. We stopped requiring users to provide an email address upon signing up—which ultimately meant that we ditched our email marketing efforts altogether.

In the time since we decided to stop our email marketing, our business has grown exponentially. Our account registrations went up by 53%, meaning our users were investing further in our site, increasing their chances of returning. 

Wondering how to encourage users to engage with your product again and again, without constantly popping in their inboxes? Here’s how we’ve done it.

Why we decided to stop collecting email

To give you some context, my co-founder and I operate a website called Solitaired, which ties classic card games to brain training. If I’m being honest, our user base was growing rapidly with email marketing. So you may be wondering why we decided to stop collecting email addresses, especially if it was working.

Before I go any further, it’s important to note that this strategy probably isn’t right for all businesses. In many cases, customers are more willing to give out their info when rewards are at stake, like discounts or sales. But our business doesn’t operate in that manner, which is just one of many reasons that we explored the possibility of pausing our email marketing.

However, we didn’t decide to ditch it without digging into our data even further. Before we made a final decision, we wanted to benchmark and understand the value of a sent email.  

To do so, we emailed a small subset of our users. Our open rate was great, at 37%, with a 7% click through rate. Both were above industry benchmarks, which was something we were really proud of. But when we took a closer look, we discovered that, even if we scaled our email campaigns, the users who received our emails represented a measly 1% of our overall revenue. 

We launched our second campaign a week later, and the story got worse. The open rate and click through rate dropped by more than half. Email blindness was setting in.

Armed with that data, and based on the initial feedback we received from my co-founder’s sister, we were also concerned about the potential annoyance of continuing these email campaigns. This was something we saw on a broader level. In general, open rates and click-throughs have decreased 45% since 2010 as users have become fatigued by email marketing and more concerned about their privacy.

This was more than enough data to suggest that…

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